Veronica Martinez

Veronica Martinez is a Senior Research Fellow at the Cambridge Service Alliance, University of Cambridge, UK. She leads the “Making and Sustaining the Shift to Services” project with close collaboration with CAT, IBM, BAE Systems, GEA, Zoetis, Pearson, Rolls-Royce and Thales. Veronica is a visiting professor at Karlsruhe Institute of Technology, Germany. Prior she worked at the Cranfield and Strathclyde Universities as researcher and lecturer. Veronica has led and participated in large European and UK research projects in products and services and she is an active organizer of conferences’ tracks and panel sessions in conferences such as Production and Operations Management, Academy of Management and Euroma, where she is a board member. She is a member of the manufacturing futures network.
Her major research interests revolve around the fields of servitization, service strategy, digital services, value creation and performance measurement and management systems. Veronica’s current research projects are summarized as: (a) The disruption of Digital Twins in service business models, (b) Digital service business models, (c) Blockchains underpinning economic business models, (d) Digital healthcare wearable services and (e) The transition of services.
Over the last years, Veronica published several articles in a number of leading journals including: International Journal of Production Economics, International Journal of Production and Operations Management, Journal of Cleaner Production, Journal of Product Innovation Management, International Journal of Physical Distribution and Logistics Management, Supply Chain Strategy